Samenvatting
Marketing summary BS Y2-Q1 IBS
Summary of marketing BS Y2-Q1. Includes slides from class and Kotler chapters 1, 2, 8, 11, 12, 15
[Meer zien]Voorbeeld 4 van de 42 pagina's
Voorbeeld 4 van de 42 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
2 beoordelingen
Door: battolelkaddah • 3 jaar geleden
Door: dforgacs • 4 jaar geleden
Voorbeeld van de inhoud
Marketing summary BSChapter 1 marketing: creating customer value and engagement
Marketing = the process by which companies create value for customers and
build strong customer relationships in order to capture value from customers in
return.
Satisfying customer needs.
Marketing mix = a set of marketing tools that work together to engage
customers, satisfy customer needs, build customer relationships.
Marketing myopia = the mistake of paying more attention to the specific
products you’re selling than to the benefits and experiences which comes
because of this product.
They forget that a product is just a tool to solve a costumers’ problem.
Market = the set of all actual and potential buyers of a product/service.
Marketing management = the art and science of choosing target markets and
building profitable relationships with them customer & demand management.
First companies decide which customers to serve: marketing segmentation,
target marketing. Then they decide how they will differentiate and position
themselves in the marketplace.
Value proposition = the set of benefits/values a company promises to deliver
when satisfying consumers’ needs.
5 marketing management orientations:
1. The production concept (oil, raw materials, services). Consumers will
favour products that are highly available and affordable organisations
should focus on improving efficiency of production and distribution.
2. The product concept (oil, raw materials, services). Consumer will favour
products with the most quality organisation should focus on continue
product improvement.
, 3. The selling concept (energy, insurance, mobile phone subscription). Goal
is to sell what the company makes, rather than marketing what the
consumer wants. (blood donations, funeral insurance).
4. The marketing concept (Toyota, Unilever, Ikea, L’Oréal). A philosophy in
which achieving organisational goals depends on knowing the needs and
wants of target customer (consumer) and delivering the desired
satisfactions (pleasure) better than competitors do. Focus on customer
needs + wants.
‘We don’t have a marketing department, we have a customer
department.’
Instead of ‘make & sell philosophy’ a ‘sense & respond philosophy’.
5. The societal marketing concept (Body Shop, Tony Chocolonely).
Company’s marketing should consider:
a. Consumers’ wants
b. Company’s requirements
c. Consumer long-run interest
d. Society long-run interest
- Sustainable marketing = responsible marketing (socially &
environmentally) that meets the needs of now and the future.
- Shared value = creating economic value that also creates value for
society.
companies need 3 considerations for their marketing strategy:
1 company profits
2 consumer wants
3 society’s interest/human welfare
Customer relationship management = building and maintaining profitable
customer relationships by delivering superior customer value and satisfaction.
Customer-perceived value = the customer’s evaluation of the difference between
all the benefits and costs of a marketing offer relative to those of competing
offers.
Customer-engagement marketing = making the brand a meaningful part of
consumers’ conversations and lives by fostering direct and continuous customer
involvement in shaping brand conversations, experiences and community.
Consumer-generated marketing = brand exchanges created by consumers
themselves (invited and uninvited) where consumers are playing an increasing
role in shaping their own brand experiences and those of other consumers.
Partner relationship management = working closely with others inside & outside
the company to jointly engage and bring more value to customers.
Share of customer = the portion of the customer’s purchasing that a company
gets in its products categories.
Customers equity = the total combined customer lifetime values of all the
company’s customers.
Changing landscape: digital marketing.
,Week 1 lecture
, BCG growth-share matrix
Examples:
BCG growth-share matrix: y-axis
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper suzanneglas1. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €3,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 76669 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen